Press: Targeting The Waiting Room

Media maverick enrages publishers with an audacious new plan

Christopher Whittle likes to boast that his company specializes in "guerrilla media." Right now the management of many major U.S. magazines is inclined to agree with him. Whittle's Knoxville-based Whittle Communications is preparing to assault the publishing industry with an audacious plan that would effectively ban many of the country's most popular magazines from a high- profile setting: doctors' waiting rooms. What is more, the 40-year-old publisher is so sure of success that he has already proclaimed victory without firing a shot. Declares Whittle: "The battle is virtually over, and we took no prisoners."

Well, not quite. Scheduled to debut next...

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